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Case Study: Free The Children raises $2.4M and mobilizes millions of youth with Facebook
A Facebook Case Study
Organizing youth for an important cause
Free The Children is a youth-focused charity behind the We Day movement that inspires young people to tackle global issues. To raise funds and rally people around poverty alleviation, the organization needed an online forum to build awareness, inspire action and give youth a place to share ideas.
In 2010 Free The Children launched the We Day Facebook Page and ran a “1 like = $1” profile-picture campaign, leveraging celebrity endorsements, Facebook Ads, social plugins and an upload app to drive engagement and donations. The effort raised $2.4 million, added 2.4 million fans, became one of Facebook’s largest causes, and expanded the movement’s reach to millions more through social targeting.
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Free the Children
Alex Apostol
Director, Digital, Free The Children